get the right customer insights & validation

4.3 Get the right customer insights & validation

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Template presentation Innovation Day 2016 CONFIDENTIAL

GET THE RIGHT CUSTOMER INSIGHTS & VALIDATION

Michiel CambronConsultant [email protected]

TRACK 4: HUMAN TOUCH, YOUR TEAM & THE CUSTOMER


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PART 1: INTRODUCTION


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“The company that consistently makes and implements decisions rapidly gains a tremendous, often decisive, competitive advantage.”Steve Blank – The Start-Up Manual


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INTRODUCTION

Facts:

• Agility pays off and we all aim for it in product development.

• Talking with our customer pay’s off, because we look at opportunities & aim to derisk our innovation process. (Customer Insights & Validation Research 1.0)

Source: Mckinsey.com


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A NEW PARADIGM IN AGILE PRODUCT DEVELOPMENT

From launching a new enterprise/product with a hit-or-missproposition towards a build-measure-loop mindset …

Differences

• Elaborate Planning vs Experimentation

• Intuition vs Customer Feedback

• Big Design Up Front vs Interactive Design

Source: The Lean Start-up


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CUSTOMER INSIGHTS ANDVALIDATION RESEARCH 1.0


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What has been the biggest invention all time for the next-gen super amazing innovator structuring insights & validation?Customer Insights & Validation Research 2.0


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THE POST-IT

It contains a tiny little space so you need to think about what the key take away was/is.


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DISPLAYYOURRESEARCH

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GROUP ANDSEGMENT

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SYNTHESIZE

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DESIGN

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CUSTOMER FEEDBACK

What kind of tools, frameworks do you use to get insights on your

customers?

What are the main barriers for youand your company to start with agile

& continious customer insights & validation?

What is your key take-awayfrom this session ?


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PART 2: HUMAN FACTOR


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“There are no facts inside the building so get the hell outside.”Steve Blank – The Start-Up Manual


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REMEMBER, YOU ARE BUILDING A PRODUCT FOR PEOPLE

Some psychological facts:

• People make purchase decisions rooted as muchin emotional impulses as logical facts

Source: The Wheel of Emotion


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• Buyers have egos

B2C

• They want to make a buying decision that will enhance their careers.

• They want information that will help them make the best business decision possible – a decision that will result in cost savings and/or increase top line revenue.

• How can they become the hero of their company

• They can talk about issues (problems, opportunities) that are important to them

… to get there first need to understand their perceptions about the business problem (that your product or service could solve)

That's why when it comes to designing the customer experience, no detail is too small. There are several elements involved:

1. what customers see2. what they hear3. what they smell4. what they touch5. how they are physically affected (e.g. temperature)

B2B


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REMEMBER, YOU ARE BUILDING A PRODUCT FOR PEOPLE.


• Buyers respond psychologically to visual elements and stories

• True Customer insights through « Selfies ». The kind that can drive breakthrough innovations come from these kinds of surprising individual stories.

• Classic Market Research would tell us that most of us aspire to make healthier eating choices – but the subtleties of when and why we actually do (or don’t) tell a far more important story to product developers.

Source: The NY Times


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• Buyers crave value

Products & Services deliver fundamental elements of value that address four kinds of needs:

• Functional

• Emotional

• Life Changing

• Social Impact


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PART 3: INNOVATION RESEARCH FACES


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6 FACES OF CUSTOMER INSIGHTS

The Co-CreatorThe Data Detective The Scientist

The Anthropologist The ImpersonatorThe Journalist

Source: Value Proposition Design


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THE ANTHROPOLOGISTCustomer Observation – Getting unconventional insights on the way customers handle their activities.


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“New Products are inherently hard to launch because both the problem and solution are unknown.”

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Eric Ries – The Lean Start-Up

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HOW TO APPROACH?

Stay with the family Observe shopping behavior

IF YOU NEED DEVELOP THE NEXT GEN VACUUM CLEANER …Go and observe how vacuum cleaning is done currently.

Observe the work process

Goal: Understand your customer’s world in more detail

BE CREATIVE…

Observe shop & product experience


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Opportunities in Cooking Equipment ? ( Through Pictures) We asked our

own colleagues

Send us insightsfrom your

kitchen

We observed in cooking shops


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CAPTURING YOUR INSIGHTS…


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1. Observe and take notes. Hold back with interpretation based on your own experience. Stay nonjudgmental! Work like an anthropologist and watch with “fresh” eyes and an open mindset

2. Pay attention to both what you see and what you don’t see.

3. Capture not only what you can observe but also what is not talked about such as feelings or emotions.

TIPS & TRICKS


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The Journalist


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« Pay attention to your subject’s habits and mannerisms. Subtle clues like posture, tone of voice and word choice can all, when presented to readers, contribute to a fuller and more accurate presentation of the interview subject »

Two Ears, One Mouth… And Two Eyes


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NEEDS & MOTIVATION

What are different jobs to be done?

What motivates the use and purchase?

What are unmet needs?

What are the biggest pains, concerns?

How success is measured?

PERFORMANCE ATTRIBUTES

What are important decisive

elements (long list)?

What are the most important

elements (shortlist) ?

FEATURE PREFERENCES

To determine importance of

different features

To understand a preferred

option for each feature

Calculate utility values for each

feature

What combination of features would be preferred?

CONCEPT PREFERENCES

To understand perception of different

product concepts in relation to the key product promises

What product has the highest market

acceptance potential?

What are positive and negative perception

factors?

What is the logics of decision making ?

To understand trade offs driven by specific

features

PRODUCT VALUE PERCEPTION

To understand perception of different product concepts based

on the look & feel experience

To learn about criticalities in decision making

What product version would have the highest market acceptance?

USABILITY

Collect insights on the usability & key values

Collect insights on preferred options &

appreciation of different features,

potential trade offs

Collect insights on overall use experience

Idea generation product concept development product definition concept prototype testing engineering product prototype testing

WHICH JOURNALIST ARE YOU ?


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The vehicle will not start (the problem)• Why? - The battery is dead (first why)• Why? - The alternator is not functioning (second why)• Why? - The alternator belt has broken (third why)• Why? - The alternator belt was well beyond its useful service

life and not replaced (fourth why)• Why? - The vehicle was not maintained according to the recommended

service schedule (fifth why, a root cause)

OPEN INTERVIEWING - THE FIVE W’S


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1. Stingingly Website2. User Testing Solution3. Combined to test your value proposition

OPEN INSIGHTS - EXAMPLE: ONLINE TOOL HACKING


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Surveys give speed in insights & stability in analyzing process.

CLOSED INSIGHTS - SURVEYING


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POSITIONING JOB TO BE DONE, PAINS & GAINS

Look out for underserved needs.

Skip overserved needs.

Look out for needs that make a key difference.

Plan the competitive positioning

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Key inputs for product planning

1. Needs based segmentationDifferent needs, importance & perceptionof value and performance.

2. Key needs & value drivers for product design

3. Key performance attributes for competitive positioning for specific values/needs space

I vacuum every day at 9am. I have to control my husband’s allergies

The less I have to do myself the better!

My cat leaves its hair everywhere.... It never

seems to be really clean...


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SMALL SAMPLE SIZE RESEARCH• Lead User Methodology

• Lead users face needs that will be general in a marketplace – but face them months

or years before the bulk of that marketplace encounters them, and

• Lead users are positioned to benefit significantly by obtaining a solution to their needs.

WHO TO INTERVIEW

WISDOM OF CROWDS1. It is possible to describe how people in a group think as a whole.

2. In some cases, groups are remarkably intelligent and are often smarter than the smartest people in them.

3. The three conditions for a group to be intelligent are diversity, independence, and decentralization.

4. The best decisions are a product of disagreement and contest.

5. Too much communication can make the group as a whole less intelligent.

6. Information aggregation functionality is needed.

7. The right information needs to be delivered to the right people in the right place, at the right time, and in the right way.

8. There is no need to chase the expert.


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TIPS & TRICKS

• Adopt a beginners mind• Listen more than you talk• Get facts, not opinions• Ask Why to get real motivations• The goals of customer insight interviews is not selling

it’s about learning• Don’t mention solutions too early• Follow Up• Always open doors at the end• Interviews are an excellent starting point to learn from

customers, but typically they don’t provide enough or sufficiently reliable insights for making critical decisions


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The Impersonator


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HOW TO APPROACH ?

Mystery Shopping as a Cool Technician

1 Week as a Beer Appliance Technician

IF YOU NEED DEVELOP THE NEXT GEN VACUUM CLEANER …Go and vacuum clean in different settings.

BE CREATIVE…


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PART 4: CONCLUSION


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KEY TAKE AWAYS

1. The POST-IT, a bit more then just a piece of paper with a sticky part2. A new mindset from HIT-OR-MISS PROPOSITION towards

a BUILD-MEASURE-LOOP mindset3. Humans make decisions with 2 sides of the brain. Don’t forget

the EMOTIONAL PART OF PEOPLE4. Combine different agile approaches to get customer insights &

feedback. Choice within the 6 FACES OF INNOVATION RESEARCH5. GET OUT OF THE BUILDING & EXPERIMENT, and remember

a human has Two Ears, One Mouth … And Two Eyes6. BE CREATIVE & HACK EXISTING TOOLS, the right combination

of online tools, environments, events, … can give you the opportunity of a lifetime to get valuable insights.


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Innovation Day is an initiative of Masters in Innovation, the umbrella brand of the Verhaert Group which aims to connect, train and accelerate professional innovators.

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